Commentary

McDonald's fecal fiasco offers key lessons

While McDonald's attempts to clean up this PR mess, you can learn a few things from the chain's issues about how to avoid your own environmental challenges.

December 20, 2018 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

McDonald's has been trying to convince skeptical customers that it is a high-tech restaurant by deploying kiosks, digital menu boards, gaming tables and other tools. This technology backfired on the QSR, however, when a U.K. news organization found fecal and gut bacteria on multiple kiosk touchscreens, QSR Web reported.

While McDonald's attempts to clean up this PR mess, you can learn a few things from the chain about how to avoid your own environmental challenges.

Have a clear cleaning plan in place

If the public is touching or interacting with your display in any fashion, you need a clear cleaning schedule. You need a plan not just to keep it free from bacteria but also to make sure the touchscreen keeps working accurately.

Your vendor should give clear instructions on how often you need to clean the screen and what materials you should use to clean the display.

Many retailers deploy interactive digital signage kiosks and then ignore them. I have seen many broken kiosks and displays that were simply sitting there with no sign of anyone coming to work on them, other than perhaps a post-it note put on the touchscreen saying, "Out of order." With this in mind, it's easy to see why touchscreens get incredibly dirty.

Luckily, there are tools you can use to make cleaning a bit easier.

Innovative self-cleaning tools

Several companies have developed tools that either help block bacteria or clean displays automatically.

NanoTouch Materials, for example, released a clear self-cleaning adhesive film this year, which can be applied directly to touchscreens, according to a report by Digital Signage Today's sister site, ATM Marketplace.

This film uses mineral nanocrystals powered by light, which generate an oxidation reaction stronger than bleach.

Another example is Corning's Antimicrobial Corning Gorilla Glass. The glass has an ionic silver component that helps reduce the ability of bacteria to reproduce on the screen. It is also resistant to scratches, which helps prevent cracks that can allow bacteria to flourish.

Building your signage for the environment

One key lesson from all of this is to keep your environment in mind. Even if your display isn't interactive, you still need to consider environmental hazards and prepare accordingly to avoid digital signage disasters.

For example, if your signage is indoors and at 'cart level' in a retail location, you need to make it sturdy to withstand collisions with distracted shoppers. Or if you have an outdoor display, you will need to account for sunlight, rain, snow and other hazards.

While you may never have fecal matter smeared on your displays, if you don't prepare adequately for your environment, your display will be highly ineffective, and that can be just as devastating to your bottom line.

Image via Istock.com.

About Bradley Cooper

Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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